1. Assignment 15: Primary &
Secondary research
Chelsea Fashole-Luke
Rosalin Zein
Russ Monocillo
Marisha Inoke

2. Audience – Secondary research
CHELSEA

3. Chelsea
Some Statistics
18-24
year
olds
who use
social
media
Source: http://www.statisticbrain.com/socialnetworking-statistics/

4. Chelsea
A Norwegian Study.. (Hilsen and Helvik)
Younger:
•
•
•
“popular notion of younger social
network users as careless and eager
to express themselves”
“informants under 25 used social
media to organise and plan their
lives, for example by inviting people
to parties and by making dinner
appointments”
“The young users used Facebook to
coordinate how their spare time
was going to be spent”
Older:
•
•
•
Hilsen stresses that their sample was too small to make
broad generalisations on how different generations use
social media. But the study’s surprising findings might
indicate a trend where younger users are becoming
bored with social media.
“older users are generally seen as
more restrained. – ‘pretty much the
opposite’”
“people in the 40-or-older group
primarily used social networks such
as Facebook to show their friends
what they were doing and what
they cared about”
“older informants spent more time
on social media in their spare time
than the younger users”
Source: http://sciencenordic.com/young-and-olduse-social-media-surprisingly-different-reasons

5. Chelsea
continued..
•
“A British survey conducted in
2010 and 2011 by Gartner Inc.
shows signs of a “social media
fatigue” for some users”
• 6,295 respondents
between the ages of
13 and 74
• The young users in Hilsen’s
study belong to the so-called
Net Generation – people who
grew up with internet access –
and most of the early
adopters of social media came
from this population.
• “The trend shows some
social media fatigue
among early adopters,”
says Brian Blau Research Director at
Gartner Inc.
• “I’ve been on the internet
since 1998,” said a 24year-old informant in
Hilsen’s study. “I’ve grown
up there.”
Source: http://sciencenordic.com/young-and-olduse-social-media-surprisingly-different-reasons

6. Chelsea
Statistics
Source: http://www.jeffbullas.com/2013/09/20/12awesome-social-media-facts-and-statistics-for2013/

7. Chelsea
Statistics
Source: http://www.jeffbullas.com/2013/09/20/12awesome-social-media-facts-and-statistics-for2013/

8. Chelsea
Source: http://blog.bufferapp.com/10-surprising-socialmedia-statistics-that-will-make-you-rethink-your-strategy

9. Chelsea
YouTube Videos
Marc Maron: The Social Media Generation
Animated
• http://www.youtube.com/watch?v=LGU8yjjJXD8
• Some youtube videos I found quite interesting
about the ‘social media generation’
Social Media Generation
• http://www.youtube.com/watch?v=soHW05MTc
Us

10. Chelsea
Mobile Social Media
Sources:
• wikipedia.org
• http://mashable.com/2010/02
/12/social-media-mobile/

11. Audience – Primary Research
CHELSEA

12. Audience (users, generations etc.)– Resource checklist
CHELSEA

13. Chelsea
Types Of Research Used
Y
N
Type of Resource
Wikipedia
X
articles on line
X
newspaper articles
X
youtube videos
X
X
information from various
textbooks
periodicals (library)
X
books (library or bought)
X
vimeo videos
X
TED videos
X
How did you use this
resource (brief bullet
points)

14. Chelsea
continued..
Y
N
Type of Resource
X
slideshare presentations
X
blogs
X
X
social media such as
twitter
pinterest
X
Media Magazine articles
X
in-person interview with
expert
phone interview with
expert
in-person interview with
public
in-person interview with
expert
other:
_____________________
___
other:
_____________________
___
X
X
X
X
X
How did you use this
resource (brief bullet
points)

15. Culture and globalisation –Secondary Research
ROSALIN

16. Ted Talks – Clay Shirky
Clay Shirky: How the
Internet will (one day)
transform government
Clay Shirky: How social
media can make history
Rosalin
Clay Shirky is a social media theorist
who argues that social media can
be used to make history.
He has loads of exciting examples
of the way in which social media
has battled censorship and has
helped to change our lives.
http://www.ted.com/speakers/clay_shirky.html

17. Rosalin
Ted Talks – Clay Shirky
How social media can make history:
Some things I learnt were –
•
Social media has created ‘The largest increase in
expressive capability’ – Clay Shirky.
•
‘The internet becomes the mode of carriage for all
other media’ – Clay Shirky.
•
The audience have become producers – not just
consumers – technological convergence allows you to
consume and produce at the same time.
•
Example: The earthquake in china – the people in
china were reporting the news before any of the TV
news stations were – not just to China but worldwide.
There was a global response within hours and
donation sites had been set up within half a day.
•
‘Media is global, social, ubiquitous and cheap’ – Clay
Shirky.
•
The audience is no longer disconnected from each
other.
•
Social media enables dialogue between society.

18. Rosalin
Newspaper articles – Global Culture
Click here to watch this clip
This article argues that in society today media has a powerful role
in global politics and culture – and that this influence will
continue to grow. It states that culture not only influences media,
but the opposite is also true.
‘This may be a healthy evolution or a destructive one’.
Source -http://www.huffingtonpost.com/thechopra-well/social-media-brain_b_3009102.html

19. Rosalin
Online Articles – Popular culture
What Is the Relationship Between Popular Culture and Media?
Whereas media of previous generations may have referred to newspapers, magazines, and books, today’s media
include an explosion of online/global networking systems (Twitter, Facebook, Bebo, YouTube), as well as a music
culture that has moved beyond musical exchange to include the marketing and selling of culture, lifestyle, and
products.
Many movies (especially those targeting young audiences) are released not simply as movies, but rather as carefully
orchestrated campaigns of online, print, television promotions, soundtracks, clothing lines, toys, keychains—and in
the case of Hannah Montana, even shoelaces and granola bars.
Youth live in an increasingly complex world that holds potential for increasing participation and citizenship via
mediated culture (such as blogging and global networking) as well as increasing vulnerability to corporate
maneuvering such as “embedded marketing.”
http://www.rethinkingschools.org/publication/rpcm/rpcm_intro.shtml

20. Online Articles - Globalization
Rosalin
What I learnt:
The mass media facilitates culture
exchange, through new
technologies, film and music.
Before the 1990’s the mainstream media
was mostly national and since then most
communications has been global.
Globalization – worldwide integration
and development.
This globalization means that the
mainstream media can reach an even
wider audience.
The mass media is reinforcing American
culture and this is due to the dominance
of Hollywood films.
Source : http://www.carolinamatos.com/globalization-and-the-massmedia/

21. Rosalin
Online articles – Globalisation cont
What I learnt:
Globalization theorists: Held – noted that
global communication media have facilitated
the emergence of cultural cosmopolitanism.
Global cosmopolitanism is a subset of a cosmopolitan
ideal, and one that can be found resident as an emerging
identity formation on the Internet. A 'global'
cosmopolitan is an individual adept at navigating freely
within cyberspace, and in doing so understands and can
operate successfully, within various global perspectives
and among intercultural communicative preferences
Source :
http://en.wikipedia.org/wiki/Global_cosmopolitanism
McLuhan – The rise of new communications has
created a ‘global village’ which forges new
communities and creates international understanding
between people.

22. Rosalin
Online articles – Popular Culture
In this article, there was an interview with the producer of TV shows such as ‘Pretty
Little Liars’ and ‘Ravenswood’.
Source : http://online.wsj.com/news/articles/SB10001424127887324412604578515702548585058

23. Rosalin
Blogs
10 Ways social media is transforming our world.
http://www.jeffbullas.com/2012/02/06/10ways-social-media-is-transforming-our-world/

24. Blogs
Rosalin
What I learnt:
Has social medias impact on culture been positive?
Some people see social media as a waste of time –
some people see it as an opportunity to reach out to
friends and family members they may not see on a
regular basis.
Rose – ‘ Social media simultaneously draws us
nearer and distances us’
It allows us to connect with people all around the
world.
Social media has also changed business and how
they reach consumers.
Some negative aspects – miss information/ gossip
Cyber bullying.
Source : http://williamsmedia.wordpress.com/2011/03/14/has-socialmedia%E2%80%99s-impact-on-culture-been-positive/

25. Rosalin
Online Articles - Globalization
Source : http://www.beingjrridinger.com/business-building/how-does-social-mediareflect-our-globalized-culture/

26. Rosalin
Media Magazine
Social Networking and Citizen Journalism:
• In the past the news was only reported by
professional news crews but now anyone who has
access to a camera phone has the ability to record
and upload to the internet within minutes.
• ‘In the past dictatorships could set about
murdering their own people, knowing that the
world could not see’
• News organisations now scour online clips for
footage of events that they had been unable to
cover because it either happened too fast or their
crew members had been denied access.
• The problem with using these clips is that they
might have been faked or is not actually the event
it claims it is.
• Early example of citizen journalism – 7/7 bombings
where footage was shot by the survivors.
• Social networking ‘gives a voice to ordinary people
trapped in the middle of tragic events’
• ‘Social networks have acted as tools, enabling
something for which there was already the desire’

27. YouTube Video
Click here to watch a video on the social media revolution

28. Culture and globalisation – Primary research
ROSIE

29. Interview through Yahoo!Answers

30. Interview through Tumblr
Questions & Answers:
1)
Do you think social media has impacted on our
culture?
Yes, by taking over conversations and such that you
would normally have face to face.
2) Has social media created a global culture?
Certainly not, although its woking towards that
goal. There are simply too many people and
customs to achieve that
3) Do you think social media is an integral part of
our lives?
Yes, seeing as many teenagers cant live 2 minutes
without it, and its used for anything and everything.

31. Interview through Tumblr

32. Culture and globalisation – Resource checklist
ROSIE

33. Resource Checklist
Y
N
Type of Resource
x
Wikipedia
x
articles on line
newspaper articles
x
youtube videos
x
x
information from various
textbooks
periodicals (library)
x
books (library or bought)
x
vimeo videos
x
TED videos
x
slideshare presentations
x
How did you use this resource (brief bullet points)

34. Resource Checklist
Y
N
Type of Resource
x
blogs
x
x
x
x
x
x
x
social media such as
twitter
pinterest
Media Magazine articles
x
How did you use this
resource (brief bullet
points)
I read some blog posts
about social media and
prints screened it
in-person interview with
expert
phone interview with
expert
in-person interview with
public
in-person interview with
expert
other: _questions on
yahoo___________
I read an article and worte
some things I found
interesting.
I put questions on Yahoo
answers and

35. Relationships & health – Secondary research
RUSS

36. • Social media plays heavy influences in our daily
lives and has a tendency to create and shape
various habits that can afflict the relationships
and routines around our daily lives, since I have
been born at the time where technology wasn’t
as developed as it was now, I have come to adapt
to it, sometimes I feel as if most of my personal
life is spent online i.e interacting with friends,
contacting family overseas and using online as a
main server for education.

38. • Insert audio link or audio
• How has social media had an effect on your
family?
Interviewer – Russ Monocillo
Interviewee - Trevor Owens

39. I asked users online on their views
whether social media is an
integral part of our lives or will
social media change the world.

41. • After watching half a season's worth the subject has a more independent
focused attitude she is also reflecting habits of extreme opinions and speech
habits from the show.
• On observing a subject watching "The Real
Housewives of Atlanta" a show where it
focuses around six women going about
their lifestyles. The primary focus of this
show is to dramatize their
relationships, work ethic and home living
for entertainment.
http://tinyurl.com/l6qetoc

42. • An entire television station is dedicated as called "The Food Network" where
another subjects motivations and hobbies have been shaped to revolve around
cooking. The subjects daily life now consists of watching the Food Network while
cooking various dishes presented.
• Diet is an impending factor in our lives and is often portrayed in various ways
amongst advertisements or even subliminally in the background of movie
scenes, photography and through reviews.
http://tinyurl.com/o42b2h8

43. Commercials will reassure a product with
someone most people can relate to, and for
the United States’ Subway’s deli sandwich
franchises icon Jared Fogle presented his story
about losing 90kg with his daily routine of
eating Subway caused a huge boom in fast
food purchases and relatively took hold of
people's diets.
http://tinyurl.com/mrv5mts

44. It's a pretty well known that the outfits and attire desired from
media or even a social context can influence someone's choices
on what to wear and even afflict negative thoughts on what the
body should be. A controversial hash-tag is ‘thinsperation’
amongst Tumblr where it promotes pro- anorexia like images
when searched for.
http://tinyurl.com/mzt6r6o

45. • A common repeated image was posted of people
lying down on random nooks and crannies.
Generally as the image got more popular through
social sites and even the news, it became more
widespread and people desired to do it. The pictures
would become a bit more extreme, people would
plank from bridge, buildings and various elevated
places that become more and more of a health risk.
http://tinyurl.com/kfhyhl9

46. Links
•Source
Content
•http://amr.aom.org/content/23/1/14.sho •Social Network Perspectives
rt
•http://opportunityagenda.org/negative_i •Time consumption through online
nfluence_reality_tv_teenage_girls
relationship
•http://pegasus.cc.ucf.edu/~smathews/ne •Structure on interest in online dating
gative.html

47. Videos
•Source
Content
•http://www.ted.com/talks/sherry_turkle
_alone_together.html
• Online Relationships and
communication VS Real World
•http://www.youtube.com/watch?v=LSVE
NVUyPts
• UCLA Psychology Lecture about Online
Relationships

49. Identity – Secondary research
MARISHA

50. Identity – Primary research
MARISHA

51. Resource checklist
MARISHA

52. Resource Checklist
Y
N
Type of Resource
Wikipedia
articles on line
newspaper articles
youtube videos
information from various textbooks
periodicals (library)
books (library or bought)
vimeo videos
TED videos
slideshare presentations
How did you use this resource (brief bullet points)

53. Resource Checklist
Y
N
Type of Resource
blogs
social media such as twitter
pinterest
Media Magazine articles
in-person interview with expert
phone interview with expert
in-person interview with public
in-person interview with expert
other:
________________________
other:
________________________
How did you use this resource
(brief bullet points)

54. The end.